Higher prices the big trend for back-to-school

Elmen said $39.99 teddies, which are $5 more than that they were last year, feature a studded heart that gathers up the material to disguise the fact that less fabric is being used. He also noted that the corsets with fishnet patterns are priced about 5 percent more at about $49, even though they also have less material.

“They’re just being more creative with less fabric,” Elmen said.

Teen retailer Abercrombie & Fitch is advertising “Redesigned 2012” jean collection in its stores and on its website, touting that the jeans are “softer, with the perfect amount of stretch.” They’re also mostly priced between $78 and $88, about $10 more than last year, according to Jennifer Black, who heads up research firm Jennifer Black & Associates.

Sozzi, the Wall Street Strategies retail analyst, examined the jeans and believes they are “thinner” and of “cheaper quality.” That extra stretch, he says, simply could mean the retailer is saving costs by using less denim.

Eric Cerny, an Abercrombie & Fitch spokesman, declined to comment. But Cerny reiterated what executives told investors in recent months: the bulk of increases on items will start to happen in September and the chain will not sacrifice quality to achieve cost reductions.

Bill Melnick, director of strategic planning at SAI Marketing, which studies consumer behavior at major consumer brands, said most shoppers may not notice retailers’ tactics to disguise prices. But he says shoppers won’t buy if they can’t afford it.

“Shoppers are being pragmatic,” he says, nothing that they think “‘If it fits into my budget, then it’s a sale.'”

Rhonda Sayen, a Stephens City, Va., resident, said she checked out prices on new fall items and noticed jeans that were about $40 a year ago are now closer to $60. She also said she’s spotted lower quality T-shirts at some of the stores.

“I know prices have changed,” said Sayen, who added that she and her husband are sticking to a $400 budget for clothing and supplies for her four children ages 3 to 18. “You ain’t fooling me.”